Even for folks who aren’t football fans, the Super Bowl is a sensation. It can be an excuse to gather with friends on a Sunday night or a chance to see your favorite team win it all.
Whatever the reason, many Americans tune in to watch the Big Game each year. In fact, according to the NFL, Super Bowl LVIII (the 2024 Super Bowl) had a whopping 123.4 million viewers. It is why TV ad prices skyrocket to record-breaking costs almost every year. According to USA Today, airing a commercial during the Super Bowl costs around $233,333 per second, equaling nearly $7 million for a 30-second ad.
The Super Bowl is one of the biggest consumer spending events for households too. How much does the average household spend on the Super Bowl each year? Let’s take a deep dive into Super Bowl spending!
According to LendingTree, Americans who plan to spend on this year’s Super Bowl will pay an average of $142 on food, merch, sports betting and more. While this number is higher than last year, around a third of Americans plan to spend less on Super Bowl festivities this time around.
A large contributing factor to the increase in spending is tied to sports betting, which only continues to grow in popularity. 41% of viewers plan to place bets related to the game, whether that be using online sportsbook, betting directly with friends or family or by visiting an in-person betting option.
Still, not everyone is on board with spending big on this year’s Super Bowl. Only 19% of Americans plan to spend more, whereas 31% plan to spend less.
Breaking things down even further, demographics that plan to spend less include women, gen x and baby boomers, parents with adult children and those with an annual income between $30,000-$49,999. Meanwhile, men, millennials, parents with children under 18 and those making over $100,000 plan to spend more than the average.
When polled, 86% of Super Bowl viewers planned to make the day a bit more special by making purchases.
The biggest category for expected spending this year is food and beverages, encompassing 67% of purchases. 17% of people said they would spend their Super Bowl budget on team apparel and accessories.
People watch the game for many reasons including unique commercials and pregame shows. Nearly half of those who plan on watching, care most about something other than the game itself, such as the halftime show (19%), commercials (17%) and for no reason other than social obligation (4%).
Super bowl parties and activities can get expensive quickly. Here are some tips on how to save on the championship game.
Split food costs. If you’re hosting, ask each guest to bring an appetizer or drink to share. Food is the biggest spend category, so splitting the cost can significantly help your budget, especially if you’re hosting a large group.
Try out a vegetarian appetizer. Some meat-centric Super Bowl snacks like chicken wings can quickly cause your budget to balloon. Try a vegetarian appetizer for a lower-cost alternative this time around. You’re still showing up with a delicious, homemade appetizer or entrée. You’re just making your dollar go further while contributing to your team!
Set a sports betting limit. The ease of sports betting is making it more popular. If you plan to bet on the Super Bowl, set a budget or better yet, take a time out on your betting apps. The day will be less stressful when you don’t have everything on the line.
Set an apparel budget. It’s exciting when your team makes it all the way to Super Bowl Sunday. You wouldn’t want to miss the opportunity to get Super Bowl gear. We want you to celebrate but within your means. Stick to a budget for apparel and accessories. That spending limit should include any pregame gear you buy and the apparel you’ll want to get after your team wins.
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